By Lauren Fenthum

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Once a visitor lands on your page, you have about 10 seconds to get their attention before they get distracted, or just decide to leave your site. This means that it is imperative that you make your first impressions count! When someone visits your website for the first time, they need to immediately understand what you do and how you can help them. This is where your unique value proposition comes in.

Your value proposition needs to be focused on your target audience’s values. This is more than just describing your product and services. This needs to be specific, short and useful if you want your customers to take any sort of action. Your value proposition should be the primary answer to the question: “why should I buy your product?” This should show specific benefits, and encourage consumers that their problems to a specific need will be met. Remember when creating your value statement that you are talking to real humans, so use language that is jargon-free.  Below are a few more tips on how you can convert your traffic into leads:

Split Test Your Value Proposition - Many marketers prefer to rely on their own intuition when designing a value proposition, but this just sets you up to rely on assumptions, and that is a risky move. So rather than relying on your instincts, try testing different approaches and find the best way to connect to your customers. You can use a tool called “User Testing” which lets you ask questions and get direct feedback from your target audience.

Language - Using jargon-filled language and terminology is counter-intuitive to converting a proposition. When engaging with customers, speak to them in a language that they understand. Understand how the customer thinks about your services. To do this you could conduct interviews and surveys to gather customer feedback and help them better understand the problem you are solving.

Improve Your Value Proposition With Boosters - Include customer testimonials and reviews; this lets people think that you are believable and trustworthy. Along with this, you could offer new clients a trial period or a "money-back guarantee", this gives your audience the idea of certainty and trust that you are the best within the field. Another booster that you could use is that of bonus offers. This could be anything from free shipping to next day deliveries or no questions asked returns. Take some time to find what boosters you have at your disposal and how you can use them positively to affect your conversion rate.

Let People Test Your Product - When offering a product or service, let customers try it out before they buy it. This can be in the form of a free trial or demo, which allows new customers to try out the best features and possibilities of your product. You could do this by offering a 14-day free trial, this gives customers the option of using the software without financial obligation and thus increases the chance a visitor will take up the offer.
   
BluWave Software

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